数据挖掘技术在客户精细营销预测模型中的应用——以移动通信业务为例  

Application of data mining on prediction model of customer precise marketing——takeing mobile communication business for instance

作　　者：马莉婷[1] 

机构地区：[1]福建江夏学院经济贸易学院,福建福州350108

出　　处：《闽江学院学报》2013年第5期88-94,共7页Journal of Minjiang University

摘　　要：针对移动通信行业传统业务营销模式存在的问题进行分析,提出应用数据挖掘技术构建新业务客户精细营销预测模型;并应用十等分位法验证模型的有效性和稳定性.根据稳定性较强的预测模型制定精细营销策略,并随机选取客户数据应用预测模型进行营销推广的实验;实验结果验证了预测模型的推广成功概率更高.This paper analyzes the problems in traditional marketing model of mobile industry, and em- ploys data mining to build new prediction models of the business, which is verified effectiveness and sta- bility of the models by decisection method. The model with more stability is used to formulate precise mar- keting strategy and is applied on random custom data for doing experiment of marketing promotion. The result of experiment verifies that the promotion by the model is more successful.

关 键 词：数据挖掘 预测模型 精细营销 

分 类 号：TP391[自动化与计算机技术—计算机应用技术]